bookjackets by alvin lustig for new directions books

Gotham Bookmart, New York, 1947

Preface by Alvin Lustig

The opportunity to design this series of book jackets was an unusual
one. Rarely is the graphic designer given the chance to act upon what
he considers his highest level upon a problem of serious intentions.

In this case both factors were happily combined. The publisher, though
of modest proportions, who has never swerved from an early established
integrity, wanted to make as attractive as possible, an inexpensive reprint
series representing the best of modern writing. There was no need to "design
down" as there had been no "writing down" in the books
selected. Still it was necessary to attract and hold the roving eye of
the potential buyer. To do this, a series of symbols that could quickly
summarize the spirit of each book, were established. The personal and
subjective concept of each book was taken and the attempt was made to
objectify and project it in visual form. Sometimes the symbols are quite
obvious and taken from the subject itself. Others are more evasive and
attempt to characterize the emotional content of the book. The jackets
were always planned for maximum visual effectiveness when displayed together,
as well as when shown singly against the confused background of the average
bookstore.

As the publishers remarks testify, the primary aim of reaching the audience
was achieved. I hope too that the secondary aim, that of projecting a
series of "public" symbols of higher than usual standards, was
also achieved.

Preface by James Laughlin

It is obvious that the series of jacket designs which Alvin Lustig has made
for my New Classics books is a constant pleasure to the eye. There is
nothing in the book world today which compares with them for color, for
variety, for life, for appeal to the intelligence. Again and again I find
myself lining the books up just to gloat over them.

What is quite as important: these jackets have enormously increased the sale
of the New Classics Series. About eight books were in print before Lustig
came into the picture. They were jacketed in a very conservative, "booky",
way. Sales were pretty dreary. Then we brightened the books up with the
Lustig covers. Immediately, they began to move. Stores which had been
ordering one book at a time began ordering five books at a time. It was
clear that the visual appeal was doing its work. Stores began devoting
window displays to the books where before they had hidden them away on
the shelves.

It is perhaps not a very good thing that people should buy books by eye.
In fact, it's a very bad thing. People should buy books for their literary
merit. But since I have never published a book which I didn't consider
a serious literary work - and never intend to - I have had no bad conscience
about using Lustig to increase sales. His beautiful designs are helping
to make a mass audience aware of high quality reading.